Golf management consultant Eddie Bullock

Leading golf industry consultant Eddie Bullock is playing a key role in the development and roll out of a new e-learning programme for the PGA of Canada’s Training Academy.

The PGA of Canada is the third largest professional golf association in the world and is a global leader in education offered to professional golfers. The recent e-learning programme, ‘Building the Customer Experience at your Golf Facility’, which was created in consultation with Bullock, is one of the association’s most innovative and successful to date.

The course applies unique step-by-step learning module strategies, gives fresh techniques, and reframes practices to fit the diverse skills of the PGA of Canada member.

Building the Customer Experience at Your Facility comprises six modules: Surprise and Delight, Setting Service Standards, Understanding Your Customers, Managing Challenging Customers, Developing Service Teamship, and Evaluating Customer Service.

Speaking about Bullock’s input, Matt Allen, the PGA of Canada’s Chief Innovation Officer, said: “Day in and day out, our members play a central role in delivering exceptional customer experiences, so the creation of ‘Building the Customer Experience at your Golf Facility’ was much needed and has been nothing short of a resounding success. With the game of golf growing so quickly, we need to ensure our pros are growing with it. This innovative course gives members one-on-one feedback from Eddie and plays a large role in their professional development.”

Bullock, who runs his own golf consultancy business, says he was excited from the moment he had the opportunity and challenge to reframe and transform the customer experience expectations to fit the modern golf facility culture.

He said: “The course we created is special because, while it is done virtually, you still have that one-on-one instructor to student interaction and relationship that is important when it comes to learning. Not only is our work helping PGA of Canada members to provide exceptional customer experiences, but we are also empowering them with the confidence to be stronger leaders and share their learnings with their teams.”

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